Hong Kong – Olay has teamed up with Grey Hong Kong to launch a bold new campaign that breaks away from filters and retouching, spotlighting unfiltered beauty and real skin transformation.
Titled ‘28 Frames Later’, the campaign invites participants to document their skincare journey using Olay’s Advanced Light-Perfecting Essence—without the aid of digital edits or studio lighting. Instead, the brand handed out single-use film cameras to encourage honest, unfiltered snapshots of skin over 28 days.
At launch, 100 key opinion leaders and content creators received special-edition cameras and products to capture their progress. Each camera was customised to include 27 exposures—symbolically representing each day in the skincare routine and nodding to the idea of transformation through consistency rather than perfection.
The initiative draws on a broader shift in beauty culture, where consumers are increasingly favouring transparency over touch-ups. The resurgence of disposable cameras among younger audiences—valued for their raw, unedited aesthetic—offered a fitting medium for the message.
“The whole idea came from what we’re seeing in beauty today, where consumers are moving away from heavy makeup and embracing a glowy, natural look. We turned to something imperfect and unedited—a simple, one-use film roll camera,” said Joe Yue, creative partner at Grey Hong Kong.
“This campaign was about making beauty feel honest again. We’ve seen too many claims propped up by soft lighting and editing. We wanted to do the opposite—show confidence through proof,” added Duffy Lau, managing director at Grey Hong Kong.
Running across digital, social, in-store, and out-of-home channels, the campaign encouraged users to share their images and experiences online. A branded photo booth installed at Mannings in Causeway Bay allowed customers to snap and print their own progress photos, with a small reward for participation—adding an interactive, offline touchpoint to the broader conversation around skin and self-confidence.
Desmond Chow, brand director at OLAY Hong Kong, said, “It’s critical to understand our consumers’ real pain points for all our activations. This campaign was about showing the real transformative results for real consumers. Instead of overpromising, we wanted to give people a way to see the difference for themselves.”
Singapore – Lancôme Travel Retail APAC has recently launched its largest activation at Singapore Changi Airport Terminal 1 Central Piazza in departure transit with the launch of the worldwide exclusive Changi 1st: Génifique Ultimate Travellers’ Repair Clinic. Said activation invites travellers to be the first in Asia to step into the future of revolutionary skincare repair science with the new Génifique Ultimate serum.
Through this activation, the brand also unveiled its first-ever AI travel beauty consultant— Génifique AI—a revolutionary step in personalised beauty. Moreover, Lancôme also became the first commercial brand to transform the Jewel Changi Airport skytrain, alongside a pillar wrap at Terminal 1 Central Piazza, creating an immersive and unforgettable travel experience.
The brand further redefines how travellers engage with luxury offline and online through an exclusive WeChat mini program. These innovative touchpoints together form a truly elevated and seamless ‘Travel with Lancôme’ journey, designed to captivate and inspire at every step.
Génifique AI- the activation’s AI-powered beauty assistant
From September 10 to October 15, travellers are invited to step into the future of skincare and discover the new Génifique Ultimate serum – a power-packed, ultimate version of the brand’s iconic Génifique serum. The new Génifique Ultimate serum, backed by 27 years of repair science, is now powered by BetaGlucan-CM.
When travellers first enter the repair clinic, they are greeted by a futuristic LED hologram display of Génifique Ultimate. There, they go beyond the bottle and get an up-close-and-personal, microscopic view of Beta Glucan, the star ingredient behind the serum’s breakthrough formulation that accelerates skin repair.
As part of the repair discovery journey, travellers will be able to dive deep and discover Lancôme’s ingredient story through an interactive, motion-censored RFID display screen. They can learn about the full suite of Génifique franchise just by placing the products on the interactive screen.
Moreover, at the core of the Travellers’ Ultimate Repair Clinic is Lancôme Travel Retail APAC’s first AI travel beauty consultant – Génifique AI, a revolutionary travel beauty consultant that blends advanced AI with a captivating human touch. Through an engaging conversation, in either English or Chinese language, Génifique AI analyses travel plans and identifies potential skin concerns, providing travellers with the most intelligent and tailored skincare recommendations.
Skytrain with Lancome activation
Lastly, before travellers embark on their next journey, they can feast their eyes on the iconic Skytrain tunnelling through Jewel Changi Airport with the massive Jewel Rain Vortex in the background, which attracts millions of visitors yearly. In a bold move, Lancôme is the first commercial brand to take over the skytrain that captures the travellers’ heart and cameras.
Jesus Abia, managing director at L’Oreal Travel Retail Asia Pacific, said, “At L’Oreal Travel Retail Asia Pacific, we are proud to invite you to experience this new Génifique Ultimate serum – the biggest renovation of our biggest icon in beauty industry. Our commitment to pushing the boundaries is in both innovative skincare technology, as it is about creating immersive and transformative experiences that resonate with today’s travellers. By launching the Génifique Ultimate Travellers’ Repair Clinic at Changi Airport, we are redefining what is possible in global travel retail, demonstrating that Asia Pacific is at the forefront of merging advanced science with luxury and personalised service.”
Meanwhile, Linda Wang, general manager at Lancôme Travel Retail Asia Pacific, commented, “At Lancôme Travel Retail Asia Pacific, the many ‘firsts’ in this Génifique Ultimate activation is only made possible by the strong tripartite partnership between Lancôme Travel Retail Asia Pacific, Changi Airport Group and The Shilla Duty Free Singapore. By combining Lancôme’s expertise in advanced skincare, Changi Airport’s commitment to enhancing the passenger journey, and The Shilla Duty Free’s dedication to exceptional retail, we have created a truly groundbreaking activation that sets a new standard for travel retail. Redefining our consumers’ travel experience with innovation, expertise and immersion – pre, during & post trip.”
Jeff Lee, managing director of The Shilla Duty Free Singapore, commented, “We are delighted to partner with Lancôme and Changi Airport Group to introduce the Génifique Ultimate Travellers’ Repair Clinic. This collaboration allows us to create unforgettable experiences that seamlessly blends retail and beauty, offering travellers a unique opportunity to indulge in cutting-edge skincare while on the go. At The Shilla Duty Free Singapore, we are committed to enhancing the shopping journey by bringing world-class brands and innovative concepts to our customers. This clinic is a perfect embodiment of that mission, providing an immersive and luxurious experience that will leave a lasting impression on every traveller.”
Lastly, Chandra Mahtani, Changi Airport Group’s Head of Airside Concessions, said, “This activation presents a unique opportunity for Changi Airport’s travellers to not only be one of the first in the world to purchase the new Génifique Ultimate serum, but also enjoy a moment of reprieve and pampering experience at the innovative Travellers’ Ultimate Repair Clinic before their travel journey. We are also proud to offer our iShopChangi customers on the WeChat mini program and Changi Rewards Monarch members exclusive priority access to Lancôme’s latest product.”
Manila, Philippines – TikTok Shop and cosmetics brand L’Oréal are joining forces to advance the ‘Digital Beauty Academy,’ an initiative designed to empower aspiring beauty entrepreneurs across the Philippines. This collaboration integrates L’Oréal’s extensive beauty education with TikTok Shop’s dynamic social commerce platform, creating new opportunities for participants.
Now in its second year, the program builds on the successes of its inaugural run in Quezon City, with this year’s expansion to Makati City.
Running from August to December, the ‘Digital Beauty Academy’ will conduct six sessions focused on content creation, social commerce strategies, and the effective use of TikTok Shop to market and sell beauty products.
The ‘Digital Beauty Academy’ provides comprehensive beauty training and social commerce education, equipping participants with essential skills in beauty, grooming, and personal care while integrating effective strategies for leveraging TikTok and TikTok Shop for business growth.
Said initiative is designed to empower women from diverse backgrounds, enhancing their socio-economic status and creating opportunities for growth and success within the beauty industry.
Included in the curriculum is an introduction to TikTok and TikTok Shop, livestreaming essentials, and best practices in content creation. Participants will also have the opportunity to engage with TikTok creators and industry experts, gaining valuable insights and practical skills to enhance their entrepreneurial endeavours.
Yannick Raynaud, managing director at L’Oréal Philippines, said, “L’Oréal together with TikTok Shop Philippines recognises the transformative power of beauty in driving positive societal transformations. The expansion of L’Oréal Digital Beauty Academy in Makati and Quezon City, amongst the bustling cities in the Philippines, signifies a significant step towards a more inclusive future. By the end of the year, over 1800 Makati residents are set to gain access to fundamental beauty and digital commerce tools, aving the way for enhanced economic opportunities through beauty among Filipinos.”
Meanwhile, Paolo David, country head for brand growth and partnerships at TikTok, commented, “We are thrilled to partner with L’Oréal to bring the Digital Beauty Academy to life. This initiative perfectly aligns with TikTok’s mission to democratise access to digital platforms and provide opportunities for growth and empowerment. Through this program, we aim to equip participants with the skills and tools they need to thrive in the digital economy, while also supporting local communities and fostering inclusive growth.”
Singapore – Beauty & Lifestyle online platform Clozette has undergone a major rebranding to now be called TheBeauLife (thebeaulife.co) – complete with a new website look.
Digital marketing company Clozette Group which owns the platform said that the rebrand is with the aim to address the needs and interests pursued by today’s ever-evolving consumers. It said that the website revamp forms part of its company-wide initiative to expand its digital marketing services and “to evolve and grow with its readership and target audiences.”
The Singapore-headquartered Clozette Group which was established in 2010 has built Clozette as a content destination for beauty and lifestyle. The company said the new TheBeauLife has been designed with today’s consumers in mind. More than an information platform, TheBeauLife aims to be a community of life-loving individuals whose mission is to inspire, uplift, and set readers up for “a beautiful life on their own terms.”
“As consumers seek alternative ways to decompress in this transformed world, we are excited about our new areas of focus to address the shifts in consumer preferences and trends,” said Becks Ko, editor of TheBeauLife and head of content for Clozette Group.
“In addition to beauty, we are expanding our content expertise to other topics close to the hearts of our readers, from mental health empowerment to sustainability. Our core values and content pillars remain intact but refined – to speak of the current, to the current,” added Ko.
Meanwhile, Roger Yuen, CEO of Clozette Group, commented, “As we cross our first decade, the company has evolved into a full-service digital marketing company anchored on content that performs. Our in-house production capabilities and an array of digital assets, along with our network of more than 10,000 creators and influencers with over 2.5 billion combined followers, are designed to help brands create, deliver, and optimize campaigns across multiple channels, engaging consumers at every stage of their journey to deliver results.”
Singapore – CREA, the one-stop omnichannel solution for brands established by Lazada co-founders, has recently secured a US$25m investment from SuperOrdinary, the global distributor of leading beauty brands. SuperOrdinary will be taking a minority stake in the SEA-based commerce enabler, and within this, the two announced that it will be developing a new cross-border global platform network.
SuperOrdinary’s portfolio includes beauty brands Drunk Elephant, Malin + Goetz, The Ordinary, and Supergoop!, among others. The new global platform network will allow each company’s respective portfolio to expand into new markets.
The partnership means consumers in Thailand and Southeast Asia will have an increased choice of global beauty brands to choose from when shopping. CREA said that brands will also benefit from easier regional market entry via a single solution.
Aimone Ripa di Meana, CREA’s co-founder, said that Southeast Asia presents a unique opportunity for global brands with young digital-savvy consumers increasing their consumption power and avidly engaging with global trends through digital media.
“Entering these markets with a digital-first approach is key and CREA is uniquely positioned to enable this opportunity with an omnichannel strategy,” di Meana said.
CREA Co-Founder Alessandro Piscini added, “CREA has built a unique value proposition through our proprietary technology, CUSP, logistics infrastructure, and a world-class team that makes entering Southeast Asia simple for global brands.”
CUSP is CREA’s omnichannel technology platform which carries business insight, order management, purchase management, and catalogue management capabilities.
Julian Reis, CEO and founder of SuperOrdinary, commented, “Digital commerce in Southeast Asia is experiencing an unprecedented boom and CREA’s team has played an integral role in allowing its portfolio of more than 70 prominent lifestyle brands to capitalize on this trend.”
CREA started in Thailand in 2019 with current presence expanding to Malaysia and Singapore. The company said it’s eyeing to open in Vietnam, Indonesia, and The Philippines in the near future.
India – Global beauty and personal care brand Sephora in India has renewed its partnership with digital agency RepIndia to handle its social media business.
The agency has won the rights to retain the brand on its books to continue building the French premium brand’s pan-India presence on digital channels. The partnership between the two began in 2015.
Internationally, the brand operates over 2700 stores in 35 countries. According to the agency, Sephora India is driven by the purpose to create ‘a welcoming beauty shopping experience’.
The brand is not new to crafting innovative user experiences which include the use of AR and 3D images that let customers try out products virtually on their website. RepIndia’s task is to bring to life similar disruptive and engaging experiences on digital to serve the needs of increasingly beauty-conscious Indian audiences.
Ayesha Chenoy, the agency’s founder, commented, “My favorite beauty brand, and a client who has become a friend now for over 6 years! Sephora, you’re going places and we’re right there with you.”
Meanwhile, a marketing spokesperson of Sephora India said, “The one-stop-shop for all things digital marketing! RepIndia precisely understands the brand ethos of Sephora India and executes it immaculately via our social media.”
Aside from the current remit, RepIndia has also recently announced its two newly acquired accounts from Singapore-based brands, escrow platform Tazapay, and kitchen appliance brand Rotimatic. The agency said the new partnerships mark its expansion outside India.
Australia – The global skincare brand based in France, L’Occitane, has appointed media strategy consultancy and technology business Audience Precision to handle its Australian media strategy and offline media buying.
L’Occitane is known for delivering beauty products and cosmetics in marketing that utilize natural and traceable ingredients. Its products are revered for their luxurious scents and textures, and through their environmental and social commitments.
As part of the mandate, Audience Precision will be providing insights, media strategy, and offline media buying to L’Occitane Australia, which has 56 retail boutiques nationwide.
Haydon Bray, the global CEO of Audience Precision, said that the L’Occitane team is well-known for their commitment to sharing their product and brand ethos globally, and their role will be able to help the brand connect with their Australian audiences.
“Our ability to align insights to actionable media strategies and activate offline media buying for the Australian marketing team were key drawcards for the brand and we’re really looking forward to activating this next phase in the company’s growth here,” said Bray.
Meanwhile, Pam Wilson, L’Occitane’s marketing director, commented, “We’ve been looking for a partner to help us take our media strategy to the next level. We were very excited with Audience Precision’s insights and ideas and we can’t wait to start our collaboration,” said Wilson.
Hong Kong – Hong Kong-based beauty and personal care chain SaSa has announced in its latest financial results for the year 2020/2021 that it is expecting to close 15 to 20 stores throughout the year.
SaSa is only one of the many businesses that have shut down operations as a strategic move over pandemic-induced economic downturn. According to the company, the markets of the Hong Kong and Macau SARs dealt a severe blow to the group’s sales performance with the pandemic bringing tourism to a standstill.
Since the beginning of February 2020, the cumulative number of Mainland Chinese visitors in the Hong Kong SAR up to now has plunged to almost zero year on year, and due to social distancing initiatives imposed by the Hong Kong SAR government, local consumer sentiment has also been dampened.
SaSa’s brick-and-mortar stores are established in Hong Kong SAR, Macau SAR, and Malaysia.
Inside a SaSa store
Overall, the group’s retail sales in the markets of the Hong Kong and Macau SARs dropped by 58.1% year on year, while its same-store sales decreased by 54.4% during the financial year. Meanwhile, in Malaysia, turnover decreased by 34.9% in the financial year.
Due to the movement control orders in Malaysia, the group’s stores were temporarily closed for nearly 100 days in total. As of 31 March 2021, the total number of SaSa’s retail stores in Hong Kong and Macau SARs was reduced from the peak of 118 two years ago to 100. Among closed stores in Hong Kong SAR, 80% were located in tourist districts.
With this, the company has expressed plans to leverage its online sales and deliver an enhanced customer experience by combining online with offline.
SaSa’s current website
Compared to offline sales, the beauty retail chain’s online business had been looking up, rising by 45.4% to HK$501.3m accounting for 16.5% of the total turnover from the group’s continuing operations, up from 6% in the previous financial year.
The company shared that the group’s long-term vision is to grow businesses beyond brick-and-mortar operations. By growing the share of sales from online platforms, it trusts that it can help reduce its reliance on physical stores.
“Through persistently adjusting and rationalizing the store network, the group could improve its overall cost structure and lower the breakeven point for the traditional retail business, thus reinforcing its competitiveness and profitability in the long term,” the group said.
The group will work to further realize the complementary effects of combining the advantages of online business and physical stores to improve both customer experience and the group’s profitability.
It plans to execute the integration of online and offline operations. The group said that it will be improving inventory and logistic arrangements to provide a seamless O2O customer experience. For SaSa, the O2O business offers a more favorable gross margin and basket size owing to the element of personal service when compared to pure online sales channels. All these mean a more attractive profit margin for the O2O business, an area that the group wishes to develop to its fullest potential.
Dr Simon Kwok, SBS, JP, the chairman and CEO of the Group, said that online business has become the new focus of the retail industry, and that they are dedicated to expediting development in the new retail landscape by investing more resources in their online business, unceasingly strengthening the brand and adjusting their product portfolio.
“The Group will also proactively propel businesses beyond our core markets in Hong Kong and Macau SARs and promote the online business, thus diversifying and expanding our revenue portfolio and customer base and creating value for our stakeholders in the long term.”
Manila, Philippines – Philippine makeup brand Sunnies Face has now made available its products to Malaysians and Singaporeans through its flagship store on Lazmall, Lazada’s in-app digital mall.
The brand revealed its digital expansion in both countries through its official Instagram account. On a post Saturday, it shared a screenshot of an article from Harper’s Bazaar announcing the launch of its Lazmall store in Singapore, and only a few days after, another post sharing the news on its store on Lazada Malaysia.
It posted an animated GIF of its products alongside candies and sweets, with the text “Apa Khabar Malaysia?” or “How are you, Malaysia?” The caption read, “a sweet treat for our friends in Malaysia @sunniesface is now available on lazada Malaysia!”
Sunnies Face’s main branding strategy is designating in each of its products a unique name. It offers matte lipsticks, which are called “Fluffmattes,” while their other products such as blush-ons, brow makeup, and skin highlighter are called Airblush, Lifebrow, and Glow Boss.
Since its launch in 2018, the brand has been extending its availability outside the Philippines, first launching in China in late 2019 via eCommerce sites TMALL Global and RED.
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